His take was that people who think well, write well. He didn’t think that good writing was a natural gift, but rather a skill that you could learn. Here are Mr. Ogilvy’s 10 tips:
1. Read Roman & Raphaelson’s Writing That Works; How to Communicate Effectively In Business. Read it three times.
2. Write the way you talk. Naturally.
3. Use short words, short sentences and short paragraphs.
4. Never use jargon words like reconceptualize, demassification, attitudinally, judgmentally. They are hallmarks of a pretentious ass.
5. Never write more than two pages on any subject.
6. Check your quotations.
7.. Never send a letter or a memo on the day you write it. Read it aloud the next morning — and then edit it.
8. If it is something important, get a colleague to improve it.
9. Before you send your letter or your memo, make sure it is crystal clear what you want the recipient to do.
10. If you want ACTION, don’t write. Go and tell the person what you want.
Nico Taus and Frank Chartrand write on behalf of Bureau.ca and DesignTalk.ca.
Posted by Vivian Scinto